CREATIVE
Nurturing Love, Nurturing Taste
Young’s Foods decided to launch it’s first ever ATL communications for their brand Young’s Mayonnaise of brand, where the brand aims to create their inspiring imagery at par with the international food brand and depict their leadership positioning being the No.1 Selling Multi-Billion Value Winning Brand.
Young’s Foods embarked on its first-ever ATL campaign for Young’s Mayonnaise, aiming to position it alongside international food brands and reinforce its status as Pakistan’s No.1 mayonnaise. The creative challenge was significant: crafting emotionally resonant storytelling without featuring human models, music, or jingles, in adherence to Shariah-compliant advertising guidelines.
Deliverables:
Brand Strategy
Communication Strategy
Creative
Ideation & Storytelling
TV Concept & Storyboard
Copy & Content Writing
Key Visuals
Production Management
On-Boarding Filmmaking Teams
Director Board & Treatment Note
Production Design & Plan
Food Styling Direction
Still Photography
Shoot & Post Production
Insight
In Pakistani households, the kitchen is more than a place for cooking; it’s a space where relationships are nurtured. The evolving dynamic between mothers and daughters—where traditional culinary wisdom meets modern experimentation—provided a rich narrative ground. This intersection of experience and innovation became the cornerstone of our campaign.
Brand Purpose & Cultural Strategy
We articulated Young’s Mayonnaise’s brand purpose as “Enhancing the Taste of Love,” building a cultural narrative around the “Culture of Nurturing Relationships.” The campaign highlighted the collaborative spirit of mothers and daughters in the kitchen, showcasing how their joint efforts, complemented by Young’s Mayonnaise, create meals filled with love and flavor.
Brand Voice
The brand adopted a tone that was both warm and relatable, focusing on the emotional aspects of cooking and familial bonds. By emphasizing shared experiences and the joy of creating meals together, Young’s Mayonnaise positioned itself as more than just an ingredient—it became a symbol of love and togetherness.
Storytelling & Ideation
Given the constraints of Shariah-compliant advertising, the campaign relied on evocative imagery and storytelling to convey its message. Scenes depicted the hands of a mother and daughter preparing meals together, the textures of the ingredients, and the final dishes enhanced by Young’s Mayonnaise. This approach allowed viewers to connect emotionally without the need for human models or music.
Signature Visual Identity
In the TVC, the recurring motif of the open kitchen door serves as a powerful metaphor. It represents:
- Transparency and Trust: Inviting viewers into the heart of the home, showcasing the authenticity of relationships nurtured within.
- Inclusivity and Togetherness: Highlighting the collaborative spirit between mothers and daughters as they create meals together.
- Culinary Creativity: Emphasizing the kitchen as a space where love and taste are blended, with Young’s Mayonnaise enhancing every dish.
Results
Emotional Resonance: Post-campaign research indicated a significant increase in emotional connection with the brand, particularly among women.
Market Leadership: The campaign reinforced Young’s Mayonnaise’s position as the market leader, with a reported 2X growth compared to industry averages.
Brand Recall: The unique storytelling approach led to high brand recall and appreciation for the brand’s values and messaging.
Conclusion
The Young’s Mayonnaise campaign successfully transcended traditional advertising methods, turning product promotion into a celebration of familial bonds. By focusing on the universal theme of love and togetherness in the kitchen, the brand not only adhered to cultural and religious guidelines but also deepened its connection with consumers, solidifying its place in the hearts and homes of Pakistani families.
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